Courvoisier campaign challenges cognac conventions


courvoisierA new marketing campaign for Courvoisier cognac is to celebrate “living in the now”, including on-trade activities and a link-up with going-out app YPlan.

It aims to challenge conventions around the cognac category, appealing to premium spirit consumers aged 25 to 45 and creating new drinking occasions.

The multi-channel campaign, called “Here’s to Now”, includes online and print advertising, partnerships, event sponsorships, and in-store and in-bar activities.

In the on-trade, point-of-sale materials will be revamped including glassware to allow bars, pubs and clubs to give consumers “the full Courvoisier experience”.

To inspire consumers to engage with the campaign, Courvoisier is partnering with YPlan, an app for making last-minute bookings for theatre and music and reservations for restaurants and pop-up bars.

Courvoisier is to host luxury events with YPlan in London that encourage consumers to enjoy the cognac in cocktails, at dinner, on holiday and with friends.

This includes a select group of YPlan subscribers who will be encouraged to “act spontaneously” to be whisked away on a luxurious 24-hour trip with surprises revealed throughout the journey.

Maxxium UK’s marketing controller for luxury brands, Chris Anderson, said that, with core cognac drinkers being an ageing population, it was important to challenge younger people’s perceptions about cognac, including their fear there are “rules” about how to drink it.

“They view it as a brand for niche occasions. There is a low pace associated with drinking cognac in contrast to other premium spirits.

“We want Courvoisier to step outside the category and stand for something in its own right.

“This brand, steeped in history, is once again leading the cognac category with an inspirational campaign that gives the category a fresh new feel.

“Here’s to Now is revolutionary in that it takes a 200-year-old brand and makes it relevant for today’s consumers, urging them to embrace life’s spontaneous moments with Courvoisier whenever and wherever the mood strikes.”

The creative for the print campaign will include a series of scenarios shot by well-known photographer Jillian Lochner that capture indulgent party scenes, including a variety of glassware other than balloons.

Set to continue for at least three years, the campaign will cover the whole Courvoisier portfolio. The first burst of activity will be focused on London and the south-east

“Here’s to Now is a multi-media campaign with on- and off-trade support that will drive sales of Courvoisier and inspire consumers, old and new, to reach for the brand,” Chris added.

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